Toyota transforms the Land Cruiser Prado into a luxury SUV

The Toyota Land Cruiser ROX concept promises to be one of the standout vehicles at the SEMA 2024 custom car show next week in Las Vegas (Photo: Toyota).

This is a product from the Calty design center in Michigan (USA), part of Toyota.

ROX stands for Recreation Open eXperience, and it was designed by the same team that worked on the development of the new generation Land Cruiser Prado. With the exception of the sliding roof design, absence of side windows, steel bumpers, and large off-road wheels, the ROX has features that could be incorporated into a production model.

The design team completely redesigned the front and rear halves of the vehicle, altering the C-pillar, removing the D-pillar, and completely removing the roof. Because so many parts were removed, they had to reinforce the frame to ensure rigidity.

The roof features a sliding sunroof, a soft top (Photo: Toyota).

Toyota's design team has also equipped the Land Cruiser ROX with some off-road support accessories such as prominent red steel front and rear bumpers with tow hooks, a skid plate, and a front bumper guard. The roof has a 3-bar roof rack and 7 front auxiliary lights to help the driver see better when driving in dark areas without street lights. Toyota has installed a mid-cabin door with a rear cargo bed for carrying long items, making it convenient for users to access or store items.

Molle panels are installed on both sides of the pickup truck bed to easily hang and attach outdoor equipment.

The rear door features a spare tire carrier, which can swing out completely without affecting the rear cargo bed (Photo: Toyota).

The vehicle body is painted in a mint green color inspired by vintage Land Cruisers. There is a fuel canister next to the spare tire carrier that can be used to store liquid fuel.

Toyota also changed the suspension system, raising the ground clearance by an additional 101mm and widening the wheelbase by over 200mm thanks to aluminum control arms at both the front and rear.

The wheel arches have been widened to accommodate the larger off-road wheels and tires - 18-inch rugged design.

Inside the vehicle, Toyota has installed 3D printed panels on the front and rear door, along with high-durability materials suitable for a convertible vehicle. The door panels come equipped with safety equipment and storage compartments for sunglasses, personal items.

The cabin features classic orange leather upholstery (Photo: Toyota).

Toyota describes the ROX concept as a vehicle that harmoniously blends rugged terrain capabilities and the freedom to immerse oneself in nature, offering an exciting new experience for the classic Toyota Land Cruiser and potentially paving the way for a future production model.

When asked about production plans, a Toyota representative stated: "We have no official statement on this, but SEMA is an opportunity to learn and test ideas. The Land Cruiser ROX is a concept vehicle, and we will see how the world reacts to it.".

Thus, the company has not confirmed whether the Land Cruiser ROX will be put into production, but it has not dismissed the idea either. If the concept vehicle receives enough public interest, Toyota may indeed produce the Land Cruiser pickup truck.

The Japanese brand stated that over half of the Land Cruiser Prado was reworked to transform it into the ROX (Photo: Toyota).